You was designed using a User Persona, of a businessman living in Chelsea, London. Through research I found that a good touch point would be coffee cups as it gives a personal connection with the audience. This idea was expanded into using terminology used for coffee cup sizes. This was used alongside illustrations to depict various sizes and illustrate how men categorise themselves based on what they look like. The You campaign aims to break this and aims for men to accept their bodies, which will be achieved by information through articles both digitally and in print.